Prime Minister Burnham is moving to fast-track a package of consumer protection measures originally announced by his predecessor, Sir Keir Starmer, aimed at easing the financial burden on families. The initiative, designed to provide households with more room to breathe amid the current cost of living crisis, includes simplifying the process for cancelling unwanted subscriptions and preventing companies from rolling customers onto expensive contracts without their explicit knowledge.
In addition to subscription reforms, the government plans to ban shops from using misleading "was" prices, a practice officials argue tricks shoppers into believing they are securing better value on their purchases. While these measures were initially unveiled in April, they were originally slated to come into force next spring. Under the new timeline, the government has committed to implementing these changes by January 2027. Officials estimate that the full package of reforms could save consumers up to £400 million annually, or as much as £170 per individual.
Burnham, who is currently touring the UK while Parliament is in recess, described the move as part of a series of "everyday fixes" intended to help the public. "I'm determined to pull every single lever we can to provide people with some room to breathe on the cost of living," he stated. To facilitate these changes, the government intends to launch a public consultation this autumn to determine the precise implementation methods.
The announcement received support from Sue Davies, the head of consumer rights policy, who encouraged the government to enact the rules swiftly. However, the proposal has faced political pushback. Shadow chancellor Mel Stride dismissed the measures as "reheated" and argued that the prime minister has "already run out of ideas." Stride also questioned the timeline, asking why it has taken the Labour government so long to act on legislation originally passed by the Conservatives in 2024 through the Digital Markets, Competition and Consumer Act, which already sought to address hidden fees and fake online reviews.
Looking ahead, Burnham faces expectations to introduce more significant economic reforms in the upcoming Budget, which Chancellor John Healey is scheduled to deliver on 28 October. Despite these pressures, Healey has maintained that he will prioritize "strong fiscal discipline," which is expected to limit the scope of government spending.
